Today we’re talking about marketing and innovation, two of the key factors that are driving sustainable sales across every channel. More importantly, marketing and innovation, that’s how you get your product in the hands of the young consumer. A lot of big brands rely heavily on marketing as the only way that they can communicate the value of their product to the young consumer. Innovation, however, is really where you need to focus. Innovation is developing a product that meets the needs of your core shopper base, and in this episode, we’re gonna talk about how the innovating helps drive the marketing.

So, in episode six we talked about the branding and how the message needs to extend beyond the packaging. In episode seven we talked about how to communicate that to the retailer and on the shelf, and in this episode, I’m pleased to introduce you to Joel Warady, who’s the Customer Marketing and Innovation Officer for Enjoy Life Foods. Joel is an expert at communicating the value of what’s inside the package to the consumers that wanna buy the product. Also, he’s an expert in communicating the value of what’s inside the product to the retailer.

Enjoy Life Foods made a tremendous gamble, if you will, in trying to meet the needs of future consumers, and as a result carved out a niche, which they’re the leader in. Anyhow, without further ado, I’d like to introduce you to Joel Warady of Enjoy Life Foods.

Hello and thank you for joining me today. Today I have the pleasure of introducing you to Joel Warady. The reason I was so thrilled about having Joel on the show today is that he’s the key driver in Enjoy Life Foods. He’s helped make this brand a mega-brand by communicating directly to the consumers that are looking for free-of foods, and as you know, we talk a lot about this on the show, and I think he’s got a great message. More importantly, he’s also got a great understanding of social and digital … And the power of using those ways to influence consumers to drive people to your brand. I’ve also had the pleasure of meeting Joel on several occasions, including listening to him speak at the Category Management Association Show where he shared a deck called “Leveraging Shopper Power Through Social and Digital.” So, Joe, I’d like you to please start with your background, including your humble roots back in Grocery.

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